Gansu Guarantee Group Engineering Guarantee Business Gansu Market Research On Optimization Of Marketing Strategy

The non-financing business income of Gansu Guarantee Group mainly comes from engineering guarantee.However,the quality of guarantee companies in the same industry is uneven,the acceptance degree of guarantee companies’ guarantee owners is low,and the process of "separated guarantee" is lengthy.As a result,its development in the Gansu market has gradually entered a bottleneck period,and it is faced with the dilemma of lack of product competitiveness,chaotic price system and weak marketing enthusiasm of employees.It is urgent to open up the characteristic marketing road that ADAPTS to its own development needs.This paper takes the engineering guarantee business of Gansu Guarantee Group as the research object.Based on the literature research,the marketing status of Gansu Guarantee Group and the existing problems and causes of the engineering guarantee business in the regional marketing of Gansu province are analyzed through market investigation.The macro-environment of engineering guarantee business of Gansu Guarantee Group is analyzed by PEST analysis method,then the competitive environment of engineering guarantee industry is analyzed by using Porter’s five Forces model,and finally the market demand is analyzed.According to the analysis results,STP theory is used to select the target market through market segmentation,find out the target market that can maximize the company’s benefits,determine the target market positioning in the marketing process,and carry out marketing work to the appropriate channels and regions;According to the 7Ps marketing theory,Starting from seven aspects: product strategy--diversification of engineering guarantee product types,price strategy--differentiation pricing strategy,channel strategy--"offline + platform" dual-channel marketing,promotion strategy--strengthening promotion strategy,personnel strategy--enhancing the professional level of marketing personnel,process strategy--optimizing business process and tangible display strategy--multi-dimensional tangible display,Formulate feasible marketing optimization strategy of Gansu Guarantee Group project guarantee business in Gansu regional market.At the same time,put forward the organization,system,professional team,risk control measures,science and technology five aspects of safeguard measures,conducive to better implementation of the optimization strategy.Based on the actual marketing situation,the research results of this paper are helpful to guide Gansu Guarantee Group to improve its market competitiveness in Gansu market.At the same time,it also has certain reference significance to the marketing of other guarantee companies’ engineering guarantee business.